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一般，外贸业务员有三大关心的问题：引客上门、留住客户、创造回头。这是一种思维惯性，原由来自于外贸业务员思考问题的方向通常都从“怎样找客户”起始。事实上，“怎样找客户”是从营销者的方向看问题，“怎样吸引客户上门”才是从客户的方向看。倘若你的询盘回复率不到一成，倘若你的成交率不到1%，那我觉得你再怎么去找客户都可能很辛苦。非常多外贸业务员一般都习惯于“大海捞针法”做业务，然而，这种做法会让你做非常多无用功。
我的做法是爱好根据“修身齐家治国平天下”的次序：找客户之前必定先想好自己持有那些能“让客户找上我”的要求，况且还想要好“让怎么样的客户找上我”的问题，如此会更有针对性。低价策略是Stand Out的一种方式，不外这一条路是死胡同。实质上，除了价格差异化，服务亦能够做到差异化。我认为，除了价格之外的其他东西，都能够叫作之为服务，例如制品质量等。另外，我还会再想多一层，那便是客户的客户亦是要关心的。我会针对客户的客户做准备，如此会减少有些被动性，我的直接客户亦会更爱好我，由于我为他多想了有些。这便是我们要思考的：除了低价格以外，你还能给客户供给什么价值？接下来我想经过实质案例来谈谈吸引客户上门的差异化服务。
1、充分准备写好第1封回信
客户发来的询盘如下：
Hi,
I need a quote for 160000 Magic 8 balls. I’d like a quote for both a custom and standard version.
Thanks,
Brian
既然订单可能性很大，就得好好回信，明白的告诉客户，我准备得很好。因此，我第1封回信的内容不会太多，但质感及深度要足够，这般才可在众多的竞争者中有所区别。而回信之前，我会先搞清楚这位客户的仔细信息，从而确定该买家询盘的真实性，并为回信做准备。最后我的回信是：
Hi, Brian,
Thanks for your big quantity inquiry. We know you are big company in the US. Although this is our first touch, we really want to provide you as good services as we can. So far we have more than 3 factories supported on this ball. With the original manufactory of this magic 8 ball in Guangdong China,we can balance the price and quality.
At this time I sent you FOB China prices for your eyes first. If necessary I’ll prepare more information to you again.
我对买家的差异化服务：
Included 1 color Logo outside imprint
Standard Says
We got totally 1 set of standard sayings for customer’s selection.
Remark: Customers can create your own sayings with the new mold, USD 2,000.00 will be charged for this. The molding schedule is 20 days.
Set-up and films charge: USD 150.00/job
Payment:
Set-up charge: 100% deposit
Custom saying molding charge: 100% deposit
Mass production amount:
By sea:
T/T 30% as the deposit when the order confirmed, the balance should be paid against the copy of the B/L.
By Air:
Not advice due to liquid in ball.
Please kindly note that payment terms above are for one shipment only. If any partial shipment is needed, please advise us the shipment details for further information.
More detail information is here at “Magic 8 balls” （说明：机构网站上详细制品的链接）.
Hope the information above would help you. If you need local contact or any other questions please feel free to contact us.
Thanks again.
David
我认为表现自己的一封邮件及一个网站，非常重要，倘若连这两件事都无做好，那实在是算不上做好准备了。你下的功夫客户是很容易看出来的，这亦表现出一种良好的服务认识。倘若你做到了这一点，你对客户的第1次服务就可能产生差异化，让客户“眼睛一亮”。
2、从“客户的客户”方向想事情
客户的回复如下：
Thanks David,
Just to confirm, the prices below include bulk shipping from China delivered to Portland Oregon? If not I need to know what the shipping cost would be.
Thanks,
Brian
我的第二封邮件如下：
Hi, Brian,
It’s so great to hear you again before the eve of Chinese New Year.
For your convenience I add shipping fee into tables. This shipping fee are quoted by this month and they may have some different every month.
我对买家的差异化服务：
Included 1 color Logo outside imprint and preset
Since this big quantity order, Custom Molding should be free for you.
I know you have more than 2,000 stores across the US. If you need any separate shipping in the future, please let me know. We can process that for you also.
The more definite this order is the lower the prices would be. At that time I will introduce factory side in to negotiate more detail and make prices down. Any question please tell me.
Yours truly,
David
打铁要趁热，我找了一位在美国当地的伴侣，向他说明咱们机构的服务。亦便是说，只发邮件用文字说明还不足，我还打tel给他，并让客户晓得，将来一旦显现情况，当地还有人能够帮忙他。另一，我还很仔细地回复了客户相关样品准备的事情。不管订单大不大，客户跟我要样品时，我都会跟他提样品运费需客户自付，如此可判断客户对该订单的态度。客户的再次回复如下：
Hi David,
Please use the FedEx # below. If you could please reference 8-Ball in the reference field, that would be great. Thanks again for your quick response.
Brian
面对大单时，一个人的力量是不足的，在这种状况下最好能找人帮忙，每一步都走好，得到订单的机率才会更高。
3、差异化服务的几个要素
1.准备好
这无你想像的那样难，你供给给客户的信息必定要实用，不要华而不实。客户看到我供给给他的信息之后，绝对会认为我很专业。我的精心准备，会让客户减少花费时间和金钱。
2.诚信且专业
我必定会知道的标出价格与服务，况且标错或报错价格亦要去认。倘若将来出情况了，咱们亦会负责到底。当然我会先掌控能力范围内能承担的责任。倘若责任太大，我亦不敢去接。
3.礼貌
非常多的新手英文不足好，有些表达显出很没礼貎。例如: I can help you，还有take care your body之类的。另一，还经常沒事就去打扰客户，想要加客户的skype等。
4.即时且有效
Quick Response or Responsive是很重要的服务性，而且是咱们能做得到，又不必花钱。即时回复是一种能力，更加是一种态度。
5.服务到客户的客户
从“客户的客户”方向出发来想事情。我供给给客户的照片不会去弄水印，方便客户运用我的制品照片。另一，我网站上标的价格是做给“客户的客户”看到的，绝对不是我卖给客户的价格。你不标价亦能够，只是大众都不标价时，你又怎样的在客户还无跟你讲话前就Stand Out呢？
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发表于 2024-8-28 12:36:50
